From Knowit to Few & Far
Introducing our new name
Knowit was originally born out of the idea that we “knew” our market very well.
It seemed like a good idea at the time.
“Know IT” “ KnowIT” “KnowIt” “Know it” “Know It”
It turns out, the human eye couldn’t grasp the two words combined as Knowit.
Then there was the fact that we don’t work in IT. But our name said exactly that, that we know … IT.
However, this alone wasn’t a good enough reason to change the brand we’ve been building for six years.
So we put our product hats on and asked those who matter, our customers…
A few of our favourite responses were…
- “I feel like it devalues your knowledge.”
- “I thought you were called Know IT for the first two months we were speaking. I’m guessing that’s what you were going for right?”
- “When I first heard the name Knowit, I thought it was a bit strange. People who come across you for the first time may think it’s odd.”
- “A name is like a joke, if you have to explain it, it’s not very good.”
But it just so happened, we were already undergoing a full rebrand, changing our internal structure and adding to our service offering. So after hearing the general feedback and already knowing our internal struggles with the name, we realised there was never going to be a better time than now.
After announcing to the entire company that we were changing our name, we thought the hard part was over…
We did some research on processes that other companies had gone through as well as looking at how some of our favourite companies had come up with theirs…
Some were methodical…
Google = from ‘Googol’ the mathematical term for the numeral 1 followed by 100 zeros.
Spotify = Spot and Identify
Virgin = complete virgins at business.
Amazon = wanted a name that began with A so it would appear near the top of the alphabetical list…
Not exactly helpful.
If you’re a business coming up with a name in 2019, you’ll know the agony we went through.
Just some of the constraints we had to work with:
- Stand out from competitors
- Four syllables or less
- Generic, easy to spell, satisfying to pronounce
- Suitable for ‘brand play’ and ‘messaging’
- Legally defensible.
After a few months of workshops with a small team and returning from creative-hell and back, we had a few “eureka” moments along the way.
But this always quickly ended with a Google search resulting in every Tom, Dick and Harry in the industry already having the exact same idea
There was a person sitting on a domain doing nothing but would be willing to sell it to you for a cheeky £50K.
So we hung our heads and decided to hand over the work so far to our chosen agency to continue with the rebrand.
They looked for inspiration in the rare, the things that exist but are seldom seen (like good recruiters 😉).
“Few and Far was born from your ideas around the words ‘found’, ‘find’ and ‘needle in a haystack’, working from the needle in a haystack idiom we wanted to find something that related to finding amazing candidates for your clients. Some other classic idioms associated with this phrase were ‘a diamond in the rough’ (unexpectedly rare and beautiful) and ‘few and far between’ (rare and difficult to find).”
Few and Far was born.
A big shout out to Antonio at BGN who is responsible (and a big advocate) for Few&Far and the meaning behind it…
It’s not news that recruitment has a bad rep… Few&Far represents the service we will always aim to provide our clients and candidates and the culture we offer our team.
One of the lines written by BGN that originally sold the new name to us… “Good recruiters are like rocking horse sh*t, we are Few and Far”
We hope you like it.
If you have any questions please don’t hesitate to get in touch.